What's the Catch? Reducing Consumption of Contaminated Fish among Anglers

Abstract

In Southern California, white croaker caught within proximity to the Palos Verdes Shelf Superfund Site have been found to be contaminated with such high levels of dichloro-diphenyl-trichloroethane and polychlorinated biphenyls that fish consumption advisories recommend that this fish should not be consumed. In response to this risk, the U.S. Environmental Protection Agency has initiated an Angler Outreach Program designed to reduce the quantity of contaminated fish (specifically, white croaker) anglers bring back to the community. The current project describes the development of a community-based social marketing campaign targeting anglers, and reports results comparing the number of white croaker anglers took back to the community before and after a strategic intervention. Results indicate that the program was highly successful in positively modifying angler behavior. Postintervention results demonstrate that the strategic intervention reduced the number of white croaker entering the community by 93%, and also produced a large reduction in the percentage of anglers who left the fishing site with white croaker. In addition, anglers reported an increase in positive behavior with regard to their white croaker consumption habits.

Choosing Effective Behavior Change Tools

“…In the Palos Verdes Shelf coastal area, angling often occurs from the nine regional piers. To identify the barriers and benefits, intercept interviews were conducted with anglers in this area (Jonick et al, 2010). The interviews also helped to clarify what anglers were presently doing when they caught white croaker.…”

Comparisons of field and laboratory estimates of risk of DDTs from contaminated sediments to humans that consume fish in Palos Verdes, California, USA

“…Since 1994, efforts have been made to inform Los Angeles county anglers of the risks associated with consuming contaminated White croaker (Jonick et al, 2010; OEHHA, 2009b). Due to the implementation of these social marketing campaigns, an accurate estimate of ΣDDT exposure through White croaker should utilize the most up-to-date consumption rates for Palos Verdes shelf anglers.…”

“…This popularity has fluctuated between 2004 and 2014, ranging between 4.97% of the total mass of fish caught by all anglers in 2005 to 0.36% in 2013 (Recfin.org 2017). An apparent reduction in the popularity of this species was observed between 2010 and 2014, possibly due to the implementation of social marketing campaigns (Jonick et al, 2010; OEHHA, 2009b). However, a resurgence in popularity in 2014 seems to have occurred, as 2.2% of total caught species by mass were White croaker (all fishing modes) (Recfin.org 2017).…”

Boaters’ Perceptions of a Mobile App for a Marine Conservation Social Marketing Campaign

“…Social marketing has been applied effectively to address variety of environmental issues (e.g., energy conservation, recycling, water conservation) in diverse contexts over the years (McKenzie-Mohr, 2011; McKenzie-Mohr et al, 2012; Takahashi, 2009; Tyson & Hurd, 2009), and there is a stream of scholarly research in this vein (e.g., Bates, 2010; DeLorme, Hagen, & Stout, 2003, 2005; Jonick et al, 2010; Shrum, Lowrey, & McCarty, 1995). However, few studies to our knowledge have examined mobile technology (i.e., mobile apps) in the context of environmental social marketing campaigns, especially from the perspective of the target audience.…”

“…This study’s analysis should assist the campaign’s mobile app designers in addressing perceived barriers to these changes by substituting similar innovative features (e.g., providing more interactive, detailed and useful features compared to traditional paper maps). According to Jonick et al (2010) and Rogers (2003), understanding the audience’s existing routines and overall perceptions of the app is crucial to increase its likelihood of adoption and incorporation into their regular behaviors. With these ideas in mind, the following section provides an overview of social marketing and relevant research on diffusion of innovations with inferences drawn toward mobile apps and this campaign’s targeted boating population.…”